I’m not even sure that’s the right title for this post. It seems like everything we do nowadays involves social media — maybe this should be called “Social Media Yet Again.”
Anyway, in the past I’ve focused on things like measuring social media ROI and the demands of doing social media right. I took a good, long look at a couple articles recently that I want to pass along, since they highlight several important points about the evolving nature of social media.
- The 5 Phases of Social Experience — this CRM magazine column from a Forrester analyst makes a compelling case for the evolving nature of social media and your social experience online, ultimately climxing in the Web becoming a completely social, customer-controlled experience driven by portable identities, personalization and relevance. Do you know what phase we’re in now? Read up.
- Social Shepards — also from CRM, this article point out the tenuous relationship between social media and corporate liability, transparency and risk. The growing number of employees who participate in social media on behalf of brands, as well as in the interest of building strong personal brands, increases the liklihood of inappropriateness or information-sharing that could negatively affect the company. Don’t think you need a social media policy? Read this and then go start working on it.
- The New Currency of Social Media — yet again from CRM, this article highlights this solid key point:
“We spend most of our social media energy passively capturing from the information any feedback we can…Passive feedback loops give us a good understanding of how things are now, but they don’t give much hint about where things are going…you’re essentially driving by watching the rearview mirror.”
The point is you need to actively engage customers to learn about customer needs in the future. Can be much more important than passive listening. Want to know why? Read up.
- How Speakers Should Integrate Social Into Their Presentation — an insightful post that highlights ways that speakers can not only counteract negative audience reaction in the backchannel, but act on and incorporate real time backchannel feedback into their active presentation. Have no clue what that first sentence means? Don’t think real-time audience reaction is important? Do you speak alot? Run events where people speak? Then read this article now.
I also want to highlight one last key point, highlighted in a CRM recap from some Twitter conversation. A very sharp @dmscott (speaker and author David Meerman Scott) chimes in with this:
“Social media is like a cocktail party. Do u shout “BUY MY PRODUCT”? Ask for business cards? Or just meet people and talk?”
Perfectly said in terms of how you should charge ahead into Twitter. It’s amazing how many people and companies don’t get it right.
Filed under: Brands, Customers, Marketing, Online Marketing, Personal Branding, SEM/SEO, Social Media, Social Networking, Twitter | Tagged: customer needs, Forrester, personalization, relevance, social experience, Social Media, social media policy, social media ROI, Twitter |